Bajaj Auto, which has a 65% share in the three-wheeler market, has unveiled a new brand, GoGo, hoping to end M&M’s dominance of the electric 3-wheeler market.
03 Apr 2025 | 4211 Views | By Kiran Murali
Bajaj Auto, the largest player by far in India’s petrol and CNG three-wheeler market, has launched its all-electric "Bajaj GoGo" brand, looking to grab leadership from Mahindra & Mahindra in the electric threewheeler space. India's three-wheeler segment is undergoing an electric revolution, surpassing the electric vehicle adoption rate in other ...
This is an Autocar Pro Plus article. Subscribe to continue reading.
Bajaj Auto, the largest player by far in India’s petrol and CNG three-wheeler market, has launched its all-electric "Bajaj GoGo" brand, looking to grab leadership from Mahindra & Mahindra in the electric threewheeler space. India's three-wheeler segment is undergoing an electric revolution, surpassing the electric vehicle adoption rate in other vehicle categories: Nearly half of all three-wheelers sold are now battery-powered.
In the three-wheeler (L5) market, Bajaj Auto is the largest player with a share of 441,501 units, or 65% in the domestic market, according to data from SIAM. In total three-wheeler sales – including the lower-speed L3 vehicles – EVs accounted for around 6.91 lakh units out of a total of 1.22 million in 2024, according to FADA.
Mahindra Group sold 68,102 electric three-wheelers in 2024 and topped the electric three-wheeler market with a share of close to 10%, followed by YC Electric, which sold 43,977 units and Bajaj Auto with 41,915 units. Both automakers had around 6% market share each, according to the vehicle retail sales data.
The L3 category, comprising models with top-speeds below 25 kmph, is mostly dominated by startups or small players. However, the L5 category is now dominated by traditional players and is witnessing fierce competition among brands such as Mahindra, Bajaj Auto and TVS Motor. The top three players contribute 75-80% of the numbers. The overall electric three-wheeler market in India has been growing at a CAGR of 8-10% in the last 8-9 years due to their lower operating costs.
New Strategy
Bajaj Auto entered the electric three-wheeler market in June 2023. In March this year, the automaker launched its dedicated electric auto brand GoGo in Uttar Pradesh, where more than 50% of autos sold are electric. The GoGo brand was created to generate a strong identity for its electric products. The GoGo series consists of two models under the P series - P70s and P50s – and three variants - P5009, P5012, and P7012. ‘P’ stands for passenger category, ‘50’ and ‘70’ indicate size, while ‘09’ and ‘12’ show the battery capacity of 9 kWh and 12 kWh, respectively.
The company claims that these models have a range of up to 251 km on a single charge – putting them at the top of the pile in terms of range – with two-speed automated transmission and better gradability on roads. “Most of the products in the market have a real range of 130-160 km,” said Samardeep Subandh, president of Bajaj Auto’s Intra-City Business Unit.
“Customers want more range, and the pricing and overall product have to fall into place. There is a clear need for a brand to say that this is your need and we are offering it to you. And that is what Bajaj GoGo aims to do,” he added. The P5009 comes at an ex-showroom price of Rs 3.27 lakh while P7012 is available at Rs 3.83 lakh. The company is also likely to launch the GoGo C series for the cargo category in a couple of months.
Subandh noted that the expectation of a three-wheeler consumer is slightly different because this is a new technology: “The need for reliability is far higher,” he said. The company plans to provide the same level of support in the electric vehicle segment as it does in the ICE category, where it offers a five-year warranty with coverage up to 1,20,000 km and roadside assistance. While building a new brand has its difficulties, the company is hoping to leverage its dominance in the traditional category to ease some of the pain.
By selling GoGo electric vehicles to the same network of dealers who distribute CNG, Diesel, LPG, and Petrol vehicles, it plans to transfer some of the goodwill and trust of the Bajaj name to the new brand. “If the 3-wheeler market continues at 6-8% volume growth and within that e-auto grows between 10- 15% CAGR over next 3 to 5 years, then we would expect to grow ahead of the market for sure,” Subandh said.
However, Subandh noted that charging infrastructure will be a challenge in high-density urban areas. "Let us say in a city like Lucknow, maybe 50-70% of customers are charging at home. 20-30% are putting their vehicles at overnight rental-and-charging locations. But when you go to Delhi or Bombay, this ratio may not hold, 70% of people may not be able to charge their vehicles at home,” he said.